How experiential marketing can bring forgotten product to lime light- Kehinde Salami


Ideas House Managing Director, Kehinde Salami
By Oluwagbenga Bankole  

The Managing Director of Ideas House, Mr. Kehinde Salami has stated that in order to bring a product that is no longer in the lime light back to the people, it is important to understand the causes of the product downfall.

Salami who stated this in an exclusive interview with BRAND INFO noted that it is vital to know if there is a problem with the formulation, packaging and distribution of such product.

“Like some people keep saying that in marketing there are 4Ps,but I say they are 7Ps. They are Product, Price, Place, Promotion, Proposition, People and Packaging. So in solving the problems, you will look at all those 7Ps and identify where the problems lies. If there is a service gap in any of this 7Ps the question will be how to address the key issue. If it is the people issue, maybe we need to recruit the right set of people and the right number of value system. There are number of things that can cause a product not being fashionable anymore,” he said.

He further stated that after addressing those issues, the product producer need to come up with proposition that works and back it with the right marketing tools of which experiential marketing offers, adding that Experiential Marketing is the only form of marketing that give you the ability to see, touch, taste and feel a product.

He also said that Experiential Marketing is evolving greatly, saying that a number of decent initiative has come on board and he think clients are beginning to appreciate the role that experiential plays in the entire marketing eco system, emphasizing that marketing has moved beyond exposure and engagement it is now about experience.

“What I would like to see in the next five years in the experiential marketing industry is how we can infuse the world of digital marketing into a number of experiential activation. Out of 125 million phones users, 15 per cent are probably smartphone users. So atleast 20 millions Nigerians have smartphones, so in moving forward we must able to know how we can bring experiential marketing to the digital platform beyond just driving content,” Salami said.

Speaking to our correspondent on the challenges of the industry Salami said; “I will like to say the biggest challenge facing marketing communications industry is financial. Financing cost is a major issue; multinationals are pushing you to 60-90days payment terms, and the manner in which they are going about it in terms of how it is delivered is a big concern for me. Typically, there are two internally recognized and acceptable ways to remunerate an agency. It’s either through what we term the retainer fee remuneration model or commission based remuneration model.”

He concluded by imploring the government to recognizes the role that Experiential play in the country, adding that government must also give them an appropriate landscape, infrastructure and financial means to be able to impact positively on the country and their industry.
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